Zilveren Kruis wanted to clarify its role in supporting customers with choosing the right care. While many insurers offered similar services, they lacked differentiation and were often not trusted as independent guides. Customers felt left alone in their decision-making, especially in complex or unfamiliar health situations. At the same time, the healthcare landscape was becoming more complex and fragmented. The challenge was to define a clear, credible and distinctive proposition for care choice support. 

We explored the full care journey and the different needs patiens have when making care decisions, from prevention to aftercare. Through a co-creation process with partners, experts and users, including sessions like Treehouse, and Elevator, we gathered insights and validated directions. We identified key behavioural patterns and unmet needs, such as the importance of clarity and familiarity in health situations. These insights were translated into a strategic positioning, a clear ambition and promise, and three concrete concept directions. 

The project resulted in a clear and differentiated positioning for Zilveren Kruis in care choice support. It defined an ambition to connect patients with the best care providers, knowledge and experiences, and introduced the promise of helping customers find the best care for their personal situation. This was supported by three concept directions that made the proposition tangible and actionable. Together, they provide a foundation for future service development, communication and innovation within the organisation.